Now that social networks have become a mainstream form of communication, 78 percent of companies now say they have dedicated social media staff.

Most marketing or social media teams have roles such as content creator, designer, ad specialist and customer service representative. However, with the introduction of better analytics for live content capabilities, among other changes, there are some new social media roles that companies should fill.

Here are three roles businesses with social media teams should have for 2018 and beyond:

1. Social media data specialist

Social media has a 100percent higher lead-to-close rate than outbound methods.

If your company isn’t closely measuring the ROI of social media efforts, then you are might be wasting time and resources. A social media data analyst is necessary to understand which social efforts are working and which should ne tweaked.

Someone on the team should be able to read the social media analytics and then make data-driven decisions about the campaign. Marketers should not rely on gut-instinct, especially as social networks algorithms change, leaving brands scrambling to keep up. A social media team must have a data person on board to stay ahead of the competition and alter campaigns as necessary.

Live video is taking over. 80 percent of brand audiences would rather watch live video than read a blog.

While video marketing has long been an integral part of a social media marketing campaign, consumers now want live, unique content from brands to see behind-the-scenes footage, important updates and breaking news. Social media teams, therefore, should find someone who can handle live content on a regular basis.

Video quality is the most critical factor for 67 percent of viewers when watching a live stream broadcast, which means whoever runs the live video account must understand how to make a high-quality video. For companies that can handle live video will be rewarded, as 45 percent of live video audiences would pay for live, exclusive, on-demand video from a favorite team, speaker or performer.

3. Influencer marketer

Businesses are making $6.50 for every $1 spent on influencer marketing, which shows how profitable this marketing strategy can be for those who do it well. With the influx of non-celebrity personalities on social media producing follow-worthy content, businesses have taken note and shelled out series cash to gain endorsements.

However, 67.6 percent of marketers consider finding relevant influencers their largest influencer marketing challenge. Companies must find the right influencer on the right network with the right audience, but customers do follow their recommendations. Six out of 10 YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or movie personality. Businesses that have a dedicated team member to head up influencer marketing will surely reap the financial benefits this year.

Are there team members you would add to the list, PR Daily readers?

Albizu Garcia, the CEO and Co-Founder of GAIN, a marketing technology company thatautomates the social media and content publishing workflow for agencies and social media managers, their clients, and anyone working in teams. Follow him @albizu.